Success through Storytelling: Engaging your audience to inspire & motivate change

Humans are storytellers. Whether on social media, on Netflix, in podcasts, in speeches, or even around the campfire, stories help us make sense of the world. 

We’re hardwired to think in stories. They help us connect, share ideas, build trust, and move us to action.

That’s why storytelling is one of the most powerful and valuable skills you can master in your career. 

Are stories really that powerful?

Absolutely. 

As Sir Richard Branson says about storytelling, “It’s a great way to connect with people and turn a potentially dull business lecture into an interesting and digestible exchange.”

Or perhaps Steve Jobs summed it up better when he said:

“The most powerful person in the world is the storyteller.”

Whichever way you look at it, for hundreds of thousands of years, people have used stories to share ideas and inspire change. There is even scientific evidence that stories can change our behaviour. 

This is because stories engage our emotions. So, even if we're stressed out and overwhelmed, we can still connect with a story. That connection might lead us to be less critical about facts, less defensive, and more open to changing our ideas.

There’s a reason so many politicians and leaders tell stories in their speeches: they make ideas stick, inspire and help us persuade. 

A brilliant example is Barack Obama’s “Fired up, ready to go” speech. He started with a small story about himself and ended with a rallying call to change the world together. Starting with “I” and finishing with “we”, he turned a small idea into a big vision that people could emotionally connect with. 

This is just as effective in the workplace. People are wired to respond emotionally to change of any kind, and stories can help you communicate the narrative for change to win their buy-in. Why should someone care about the project you are proposing? How does it improve lives? How will people feel when the goal is achieved? 

Stories also help us understand complex ideas. 

We’ve all experienced that feeling of confusion when trying to get our heads around a new concept.

Stories can help. 

Think about times when stories have helped you better understand a concept. We only need to look at the most popular science TED Talks to see how stories can turn complex information into something spellbinding. 

How to master the art of storytelling

Storytelling doesn’t come naturally to everyone, but fortunately it’s a skill that can be learned.

Try these tips to turn your storytelling into an art:

1. Know your audience

You can’t tell a story without an audience. Great storytelling requires a deep understanding of your audience so you can use the language they use and draw on the things that are important to them. If your story feels too removed from what they know, they won’t engage.

2. Build a connection

That feeling of connection is essential to storytelling. As you listen to stories, you automatically gain empathy for the storyteller. The more empathy you experience, the more oxytocin – the feel-good chemical – is released in your brain. 

There’s a famous quote from acclaimed American poet and storyteller, Maya Angelou: “People won’t remember what you said or what you did; they will remember how you made them feel.” 

3. Introduce characters & a story of struggle

In a study published by the Harvard Business Review, researchers studied the oxytocin levels of participants as they were exposed to different forms of storytelling. They found that a character-driven story caused more happiness hormone synthesis.

The study also revealed that oxytocin production correlated to how much a participant was willing to help others. By introducing an element of struggle or endeavour that’s been overcome, the audience is more engaged. 

4. Make it authentic

Here’s one final tip from master storyteller, Sir Richard Branson: “People can see straight through storytelling that is false, staged or cynical. It has to come from the heart, not just the head.”

Use your personal experiences to help your audience connect to you, and even share vulnerable moments in your life. 

5. Practise, practise, practise

Storytelling is an art, but it’s one that can be mastered. You simply need to practise. Tell more stories to friends and trusted colleagues to hone your technique and message. 

Sharpen your storytelling skills - Download Hodie. 

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